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News

Apple isn’t building a cheap iPhone, says Phil Schiller

Apple's Senior VP of Marketing tells the Shanghai Evening News that a low-cost iPhone is, "not Apple's product development direction"

Phill Schiller - Main
In an interview with the Shanghai Evening News, Apple’s Senior VP of Marketing, Phil Schiller, denied rumours that Apple was working on a cheap iPhone for China and other emerging markets.

When asked whether Apple was working on such a product, Shiller said: “Some manufacturers use cheap smartphones to replace feature phones, but this is not Apple’s product development direction”. He also stressed the importance of user experience in Apple’s development, noting that they only use premium processes and the best technology to make devices.

All of this seems to go against earlier reports that Apple was working on a low-cost iPhone, despite them citing sources in Apple’s supply chain who had reportedly seen early prototypes of the device.

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